tserilin thesis ngaya

7/30/2019 Tserilin Thesis Ngaya

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Chapter I

THE PROBLEM

Introduction

As our world becomes smaller by the minute, intense scrutiny by the mass media

on police and law enforcement seems to increase by the second. Police departments

world-wide have recognized the need for professional training and counsel in media and

public relations. Whether in America, Europe, Asia or the Middle East, the ability to

interact effectively with the news, media is critical for all law enforcement professionals.1

It is a blatant misconception to think that the media and the police are enemies.

While it is true that police departments in the world are faced with daunting task of

dealing with the ever critical members of the mass media every day, the truth remains

that they collaborate towards the same objective, that is, for truth and justice to prevail.

The relationship however is obscured with assumption that most people from their

impressions of crime and the justice system from the media accounts. Without the media,

people in the societies would be isolated, not only from the rest of the world, but from the

governments, law-makers, and neighbouring towns and cities.2

The Philippine National Police (PNP) recognizes the importance of public

information and the role of mass media. It puts a high premium on the power of

communication as an effective tool for development. This importance was expressed by

the PNP Chief thus:3


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The Philippine National Police fully recognizes the

contribution of media in nation building and in promoting

peace and order. The media is and will always be our

partner and we, at the PNP, intend to keep this meaningful

partnership and enhance it in years to come.

Establishing linkage with the media a necessity, because the mass media is the

only vehicle by which the PNP can channel information and achieve its objectives. This

task of establishing linkage will have to take an additional skill in public relation on the

part of the PNP.

Hayward stated the importance of using mass media as a vehicle for fostering

positive relationship with the community4.The wide availability of different forms of

mass media communication has made it a must that police officers and the Philippine

National Police should evolve an effective strategy for utilizing the media as a tool to

promote its institutional goal and objectives. Public opinion is shaped largely by the mass

media and at the same public opinion also shapes policy decisions of top level

government officials towards the PNP. Investing in media relations is always the

advantage of the PNP.

From this current trend in policing system in the Philippines, the role of effective

public information has become ever more important. Society today is become reliant on

mass media and to some extent the media can shaped the opinions of the public, set the

agenda, generate action and provide directions. The mass media has become a veritable

war zone aiming to capture the attention of the masses. Hence, along this line the


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effective utilization of Police Media Relations help enhance the capability of the police to

pursue and fulfil its mandate.

In the case of the Philippine National Police, media coverage of the police have

been difficult through the years because of the tendency of the press to pound more on

negative aspects of law enforcement . This is maybe anchored on the principle that news

on controversial matters sells better than developmental news. As a result, people create

sweeping judgements towards the police further tarnishing the organizations reputation.

Apparently, there is no reason for the Philippine National Police and the media to

take separate routes as both endeavour to deliver correct and timely information to the

public. They only need to set proper perspectives. The PNP has to understand that the

media have big impact in police work; that although critical to the police, most of the

media reports are occasionally justified; and, that not all members of the press are anti-

cop.

The Bicol Region is one of the most challenging fields for a police officer because

of the varied security challenges confronting the region. Among these are: the presence of

an active communist insurgency, the frequent occurrence of national disasters, criminality

and the recurrence of illegal gambling. Measures are under taken in order to improve the

situation. The mass media can be both allies and opponents depending how mass media

relations are manage by the PNP. It can serve as purpose for the good in many ways.

Policies are measures arrived at in order to arrive at the desired goal. However, raw data

is very important in order to formulate such policies.5


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Hence, this study hopes to help the PNP Media Relations in Albay to be more

aware on their responsibility to the community in terms of giving information. The study

also aims to give emphasis and recognition to the PNP Media Relations in Albay.

Statement of the problem

This study is primarily concern with the PNP Media Relations to the community

in Public Information.

Specifically the study shall seek answers to the following questions:

1. What is the status of the PNP Media Relations in the community today?2. What is the level of effectiveness of the current PNP Media Relations as regards

to:

a. Improving the Image of the PNPb. Dissemination of Informationc. Contributing to the solution of crimed. Improving Public Safetye. Performance of Public Information

3. What problems are met with regards to PNP Media Relations?Scope and Delimitation

The study deals on the PNP Media Relations to the community in public

information. It focuses on the status of the PNP Media Relations today. It determines the

level of effectiveness of the current PNP Media Relations as regards public image,

dissemination of information, solution of crime, improving public safety and performance


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of public information. It also discusses the problems met as regards PNP Media

Relations.

The main respondents of this study were the Public Information Officers (PIO)

and people in the community who were the beneficiaries of the PNP Media Relations.

Significance of the Study

The importance of this study is based on the premise that the Philippine National

Police needs to strengthen its effectiveness and build a positive image for itself. Public

Information, as part of a broader conceptual scheme of Police Media Relations is a

vehicle for achieving their goals and mission. Emphasizing the power of mass media to

shape public opinion and bring about change is something that cannot be ignored. Hence,

it is expected that this study would be able to provide helpful suggestions that could help

enhance and strengthen Public Information and improve police media relations.

Specifically, it is perceived that the following individuals, sectors or groups of

persons would stand benefit from this study:

Public Information Officers. The public information officers of every police

unit are most important officials of a unit. This is precisely grounded on the perception

that the PIO is the manager of information that if managed well can serve to enhance the

image of the PNP. Moreover, the PIOs can get insights that could help them improve

their performance, managed their mandates well and affect a positive, constructive and

collaborative relationship with the mass media.


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Community. The study will be beneficial to the community because it will help

them determine the weaknesses and strengths of the police and initiate actions for the

improvement of the community.

Philippine National Police. This would motivate and awaken their awareness

about the responsibility and task of a police officer in achieving peaceful community.

Also, this will give them insights about the importance of public information to the

community.

Researchers. This will be beneficial to the researchers because the results of this

will give them knowledge if police officers and media practitioners nowadays observe

police media relations. Hence, achieving harmonious relationship to provide the public an

outstanding service.

Future Researchers. This study could guide them to conduct related research

work for deeper studies. This will help them produce a more comprehension output for

future researchers.

Broadcast Media Practitioners in Albay. As a member of the media industry,

they will benefit from this study since PNP authority serve as the primary source of

information to acquaint the general public and to fully understand their differences in

terms of the process, circulation and execution on the concept of media relations.

Police Regional V. This study will provide insights and suggestions that can be

used by regional officials in arriving at formulating local policies to improve mass media

relations.


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Broadcasting/Journalism Student. This will serve as their guide in realizing and

determining the responsibility as an agent of communication in providing accurate and

factual information and also to have knowledge on how journalist/ broadcaster deals with

police authority. Also, as a young agent of communication this will give them insights on

the proper observance of PNP Media Relations.


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Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter is a presentation of the related works and studies of other scholars,

concerned professionals and experts whose works have been reviewed by the researchers

and found to be similar to this study. These literatures and studies are synthesized to

determine the state-of-the-art, and the gaps bridged by the study. These gaps provided the

researchers insights in the development of the theoretical and conceptual frameworks.

Related Literature

The Media Relations Manual of the Philippine National Police defined media

relations as how the police (in the case of PNP) deal and interact with members of

working press. It also means maintaining a meaningful relationship with the media. It is

important to note that the media accounts affect the people from their impression of crime

situations and how the community deals with the police. As such, it is imperative for the

Philippine National Police to foster good media relations. In order to attain thus, it is a

must that the police get to know and understand the media and learn what the police and

reporters have in common such as: (a) both bring to their task a lifetime of opinions,

biases and benefits; (b) they want to be successful; (c) they are under pressure to

perform(for public peers and superiors alike); (d) they both feel a calling not just jobs;

(e) both take their craft seriously, that when they fail it is unintentional, and both have

common goal of informing the public.1

The realization of the Police Media Relations Manual is based on Memorandum

Circular No. 2006-022 or the PNP Media Relations Policy signed by the Director General


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Oscar C. Calderon on November 2006 followed by the first PNP Media Relations

Seminar-Workshop on November 27-28, 2006 with an aim to further boost the

enhancement of its media relations program. It further aims to guide PNP Personnel on

how to deal with the media. This manual will teach every PNP personnel on how to

develop a positive approach in dealing with the media as police partner in winning better

public perception, support, cooperation and participation in all of the PNPs present and

future undertakings.2

Sir Robert Peele known as the Father of Modern Police said that the police at all

times should maintain a relationship with the public that gives reality to the historic

tradition that the police are the only members of the public who are paid to give full time

attention to duties which are incumbent on every citizen in the interest of community

welfare.3

Mass Media and Law Enforcement by Edward J. Tully examined the role and

relationship of the mass media to the police. The paper described the relationship

between the police and mass media as ranging from friendliness to open hostility. The

mass medias penchant for sensationalism creates these partitions between the

relationship of the police and the mass media. This situation is understandable in societies

that are capitalistic were profit is the prime motivation. There is one obvious implication

though, that is important to the police to develop positive and cooperative relationship

with the mass media. More often mass media establishment are motivated by profit and

influence. In many instances it has become a veritable institution holding it in its sway

public opinion. For the past several years, the media has successfully built itself to

influence the lives of human living in the twentieth century. It has been the trend settler


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and instrument for progress if not the mass media developed, as we know it now, but like

any modern instrument at the disposal of human kind. The mass media has the power to

set agenda and keep it moving through the moulding of public opinion and exerting

pressures on sectors. Its effective use of technology has made it possible to spread

pressure on sectors. The author underscores the need for the chief of the police to be in

control of the situation and especially in dealing with the mass media. Delicate situation

and the need for the chief to have personal touch with members of the mass media sectors

is an important factor to think about. However, the intricacies of mass media relations, it

was suggested by the author who specialize such as PIOs should be assigned to handle

this things.4

The relationship between the police organization and the mass media has also

been someway the subject of this thesis. Hence, the ideas presented provided valuable

suggestions.

Related Studies

A study entitled The Effective Use of Media in Serious Crime Investigations by

Andy Feist discussed the importance of handling media in the coverage of anti-crime

activities. The study emphasizes the importance of the mass media but managing and

handling the media can take up precious time that otherwise could have been devoted to

other productive endeavours. One very important factor brought into the highlight was

the importance of maintaining media interest in the coverage of a crime. The study found

out that age and occupation of the victim can help sustain media interest. One of the

burdens identified is the fact that media investigation team can exert its demand on the


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investigation team. The disclosure of facts emanating as product of the investigation team

can also ease the tension caused by withholding information. There were also those

respondents who made mentioned that the timing of the release of information in the

media is very crucial. Where others look at it as hampering the works of investigation.

Because by knowing it to the media, some protagonist will have the chance to

reformulate their statements. The media liaison officer was described as the most

important person in the organization as far as media relations is concerned. The study

made several recommendations. One these commendations is to make the liaison office

part of the investigation, another was that while experience is important training these

liaison professionally would be a good idea. There should be an effort to improve media

relations. Exploring the environment how the media can explore ways of handling media

affairs and established the competencies of the information officers in every region.5

Abner Aquinos The Impact of Media on National Security Policy Desicion

Making stated that facilities are important factors to consider of the organization is to be

effective. But unfortunately it was also found that the equipment and facilities of the

same are inadequate and cannot generate the possibility that it could respond to its stated

mission and goals. It was recommended that financial inputs should be designed in order

to help the organization. Furthermore the study also made mention of the strategicness of

locating of naval bases on determinants for its effectiveness. This study is somehow

related to the present study in the effectiveness of a branch was stated.6

Dante O. Robrigado, on his study on Police Community Relations of the PNP

Albay Provincial Command: An Analysis, recommend that police community relations

should be given more priority in aspects such as funding and total awareness of the


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program by the PNP. There should be full implementation of all aspects involved in

community relations program. The enhancement of the variable cooperative effort

between the PNP and citizenry should be resolved with great emphasis and vigor. Lastly,

greater community involvement on policy making to improve Police community relations

and cooperative efforts to be given such needed emphasis.7

The study made by Bron aimed to proposed a media program and practices for the

PNP Regional Office V. The findings showed that the media relations functions of the

office was rated as moderately effective on the areas of the arrest of fugitives,

reduction of crime and improve safety. In establishing contact with the mass media the

RPIO5 was rated as effective. On the same way, the stake holders provided several

suggestions such as to strengthen the media program of the PND and make it a permanent

features strategy of the organization in promoting credibility and information

dissemination. It was concluded that the PNP media relations program is effective in their

performance of their functions but there is a need to re-develop other aspects of the

program. Thus, the proposed media strategy of the PNP will enhance the performance

and effectively of the media relations of the PROV.8

Brons study is related to the present study since both tackled on implement ing of

program for the Philippine National Police. It differs in the sense that the previous study

centered on the proposal of media program for the Philippine National Police of Regional

Office V while the present study deals with the PNP Media Relations.


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Synthesis of the State-of-the-Art

The various literatures and studies reviewed by the researcher focussed on three

aspects namely Police-Community Relations, Police-Media Relations and

Communications Theory.

The Media Relations Manual of Philippine National Police define media relations

as how the police (in the case of PNP) deal and interact with members of working

press. This is imperative for the Philippine National Police to foster good media

relations. It is a must that the police get to know and understand the media and what the

police and reporters have in common. The realization of the Police Media Relations

Manual is based on memorandum circular no. 2006-022 or the PNP Media Relations

Policy signed by Director General Oscar C. Calderon on November 2006 followed by the

first PNP Media Relations Seminar-Workshop on November 27-28, 2006 with an aim to

Further Boost the Enhancement of its Media Relations Program. It further aims to

guide PNP Personnel on how to deal with the media.

Sir Robert Peele known as the Father of Modern Police said the police at all

times should maintain a relationship with the public that gives reality to historic

tradition. Mass Media and Law Enforcement by Edward J. Tully examined the role

and relationship of the mass media to the police. The paper described the relationship

between the police and the mass media as ranging from friendliness to hostilities.

Gap bridged by the study

The literature and studies reviewed herewith deals with various aspects of the

policing functions ranging from community relations to media relations and to


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communication theory. The study is different from the materials reviewed in the sense

that is done in the context of an area where no studies have been done about police media

relations. This study would also answer a pressing need, an institutional need of the

Philippine National Police aiming and struggling to portray a positive image for itself.

The Mass Media would not only be a tool but an ally. This study would certainly be one

of the few that has focussed on media and police relations. So far no study has been

undertaken to assess the public information system of the six provincial offices in Bicol.

This study would provide a context in terms of implication for the administration of

Public Information in Region V which has administrative jurisdiction over the six

provincial offices.

Theoretical Framework

This study is anchored on communication Theory. This theory is based on the fact

that people live in society and communicates with one another. Exponents of this theory

are the: S. W. Littlejohn, Emory Griffin, K. Miller, E. Warner and G. Witzany.

There are several assumptions about communication. One assumption is that

communication is a ritual process that is rooted in the historical context and the situations

of the individual. This rootedness means that it is entirely difficult to separate

communications without associating or employing or reference to human activity. This is

a relatively very young discipline and of which for now scholars have not been able yet to

device a paradigm of its own from where the assumptions of the theory of the theory

should rely upon. Although the book dealt with the self as dialoguing with its own self, it

is provided very useful insights into the theory.


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There are many ways by which the communications can be viewed from. First

there is a mechanistic view. This viewpoint sees communications as a perfect transaction

from one sender to another. This is usually the common and ordinary type of flow of

communication where the message relayed by one sender to another sender. On the other

hand the psychological approach views the transmission of message not just a simple

transmission of message but takes into consideration the feelings and emotions of the

receiver. The emotions of the receiver become the mode y which message sifted and

interpreted.

From these theories on communication, one takes a very important meaning as a

management of meaning and as a way of learning. Hence, when a person or group of

persons engage a communication, the person aims to create meaning and to affect

learning. This is the main reason why communications have grown not only as a science

but a way of effecting learning.


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Fig. 1 Theoretical Paradigm

MECHANICS

PSYCHOLOGY

SOCIAL

CONSTUCTIONIST

SYSTEMATIC

CRITICAL

C

O

M

M

U

N

I

C

A

T

I

O

N


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Conceptual Framework

The advance of Information Technology and communications has its impact to

the manner by which information is managed and disseminated, in a democracy like the

Philippines, public opinion is considered important. Corporations, organizations and

government agencies have communication consultant only if to deliver effectively

organizational message. Thus from this scenario, it can be said that the Mass Media can

be a powerful vehicle for the Philippine National Police that will help the entire

organization achieve its objective.

This study was undertaken with the view of describing the situation and factors

surrounding the PNP Media Relations with the objective of formulating programs that

will help improve PNP Media relations.

The effectiveness of a mass media relations program will depend on several

factors. In evaluation studies, it is important that before proceeding to other stage, it is

necessary to establish current facts and figures. Hence, the study sought to determine the

effectiveness of the PNP Media Relations as perceived in the present by the respondents.

The degree of effectiveness will determine the conjectures and suggestions that will be

provided by the researcher.


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Status of PNP

Media Relations

Fig. 2 Conceptual paradigm

Level of

Effectiveness of

the current PNP

Media Relations

What are the

problems met with

regards to PNP

Media Relations

PNP Media

Relations to

Community

in Public

Information


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Definition of Terms

Media the various means of communication considered as a whole including

television, radio, magazines and newspapers, together with the people involved in their

production. In this study, it refers to the channel or tool via which information are being

conveyed to the public.

Philippine National Police (PNP)a highly efficient and competent police force

which is national in scope and civilian in character administered and controlled by the

National Police Commission. As used in this study, they are empowered to ensure the

security of lives and property in the Philippines.

Dissemination of Informationthis refers to the service of the Media Relations

Office for the purpose of reaching out to various stakeholders through news and

information.

Improving Media Relations these are activities or initiatives undertaken in

order to provide positive outcome to police media relations where problematic areas

exists between relationship of the two sectors.

Public Information Officers these are designated officials in each provincial

office of the PNP that often acts as spokesperson and at the same time coordinates media-

liaison activities.

PNP-Media Relations this refers to the dynamic and ideally the reciprocal

relationship between the police and the different forms of mass media. The police needs


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the mass media for disseminating information while media considers it their duty to carry

objective news and information.

Public Information Activities refers to the activities done by the Police

Provincial Office in partnership with the Mass Media for the purpose of information

dissemination with the public.


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Chapter III

RESEARCH DESIGN AND METHODOLOGY

This chapter is a presentation of the research design and methodology. It contains

the methodology, the respondents, sources of data, the instrumentation, and the data

gathering procedure and the statistical treatments and tools used in the study.

Research Design

The study employs the descriptive type of study using a survey method.

According to Good and Scates, the purpose of descriptive research is to determine the

facts concerning the nature and status of anything. This means further that descriptive

research gives meaning to the quality and status of facts that are going on. Descriptive

data for a descriptive research are collected employing different methods. It may be

presented qualitatively in mathematical symbols, depending upon the nature of the

materials and purpose of the research.

In relation to this research, the descriptive method is utilize to determine the status

of PNP Media Relations to the community, the level of effectiveness of the current PNP

Media Relations as regards to improving the image of the PNP, dissemination of

information, contributing to the solution of crime, improving public safety and

performance of public information, and the problems met with regards to PNP Media

Relations.


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Sources of Data

The primary sources of data were the responses in the questionnaires of the

respondents. The secondary sources were generated from books, unpublished articles,

masteral and undergraduate thesis. The researcher also gathered information by browsing

the internet in different websites used.

Respondents

The population of the study specifies the reference area by which descriptions and

inferences were based while the sample respondents selected from the population to

represent the population. Since this is a description of PNP Media Relations to the

community in public information, the respondents of the study were the Public

Information officers of the PNP and 200 respondents in selected municipalities in Albay.

Data Gathering Procedure

The researcher asks permission to the Philippine National Police office for

conducting the study. The researcher personally conducted the interview to the

respondents. After which the researcher started to gather data from library materials such

as books, unpublished undergraduate and masteral thesis. Some information relevant to

this study was accessed through the internet.

A questionnaire is appropriate to the problem of this study and presented to the

adviser for comments and improvement. After some revision, the final questionnaire was

prepared and submitted to the thesis committee for suggestions. The questionnaire was

personally administer by the researcher to the respondent in order to explain the


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objectives of this research. Statistical analysis of the data was made after the retrieval of

the questionnaire.

Statistical Treatment

Frequency count, percentage and ranking values will be used for valid

interpretation and analysis of data. It will be represented by the use of tabular arrange

elements of data with categories with corresponding results.

Population mean = = ( X i ) / N
http://stattrek.com/AP-Statistics-1/Central-Tendency.aspx?Tutorial=stathttp://stattrek.com/AP-Statistics-1/Central-Tendency.aspx?Tutorial=stathttp://stattrek.com/AP-Statistics-1/Central-Tendency.aspx?Tutorial=stathttp://stattrek.com/AP-Statistics-1/Central-Tendency.aspx?Tutorial=stathttp://stattrek.com/AP-Statistics-1/Central-Tendency.aspx?Tutorial=stat


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PNP: MEDIA RELATIONS TO COMMUNITY IN PUBLIC

INFORMATION IN ALBAY

An Undergraduate Thesis

Presented to the Faculty of Bicol University

College of Arts and Letters

Legazpi City

In Partial Fulfilment

Of the Requirements for the Degree

Bachelor of Arts in Broadcasting

October 2011

Malagueo, Edgar Allan C.

Tuzon, Cherrylin R.


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Notes

1 Public Information Manual: Maximizing the Effectiveness of Various Communication

Tools, A Public Relations Organization of the Philippine(PROP) Publication,

International Association of Police Chiefs Model Policy on Police-Media

Relations, 2007

2Ibid. p.2

3Oplan Pagbabago: A project of the PNP in Winning a Friend and Working with People,

Camp Crame, Quezon City, 1992

4Hayward, Richard G. The Importance of Media Relations Training for Police Office.

Department of Interdisciplinary Technology

5 E. L. Bron, March 2009, A Proposed Media Program for the Philippine National Police

Regional Office V. Bicol University.


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Notes

1 Philippine National Police Media Relations Manual, 2007

2Public Information Manual: Maximizing the Effectiveness of Various Communication

Tools, A Public Relations Organization of the Philippine(PROP) Publication,

International Association of Police Chiefs Model Policy on Police-Media

Relations, 2007

3Oplan Pagbabago: A project of the PNP in Winning a Friend and Working with People,

Camp Crame, Quezon City, 1992

4E. L. Bron, March 2009, A Proposed Media Program for the Philippine National Police


5 Feist, Andy. 2001. The Effective Use of Media in Serious Crime Investiations. Policing

and Reducing Crime Unit Paper p. 120

http://www.homeoffice.gov.uk/rds/prgpdfs/fprs120.pdf

6Aquino, Abner. 2007. The Impact of the Media on National Security Policy Desicion

Making.

7 Robrigado, Dante O. Police Community Relations of the PNP Albay Provincial

Command:An Analysis

8E. L. Bron. 2009. A Proposed Media Program for the Philippine National Police

http://www.homeoffice.gov.uk/rds/prgpdfs/fprs120.pdfhttp://www.homeoffice.gov.uk/rds/prgpdfs/fprs120.pdf

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